Created by Wieden & Kennedy London and directed by Dougal Wilson at Blink, “Lurpak Cook’s Range: Adventure Awaits” is the latest episode in a series of commercials that expose home cooks to the exhilarating universe that they have been yearning to explore. This 60-second epic journey opens to the majestic strains of the soundtrack from Stanley Kubrick’s “2001: A Space Odyssey” and closes in tightly on a mysterious landscape of bumpy cauliflowers, gnarled ginger outcroppings, an artery of pomegranate kernels, and membranes of flaky bread.
It’s bold. Challenging. Heroic. It’s all about butter and cooking oil! This ad for Lurpak, maker of premium Danish butter and cooking oils, is intended to inspire and encourage intrepid cooks to venture forth and discover new culinary frontiers, secure in the knowledge that Lurpak butter won’t let them down.
Aurora Vinicola, the biggest winemaking cooperative in Brazil, took a direct approach to recommending wine pairings in these print advertisements created by the agency Dez Comunicação in Porto Alegre, Brazil. Photographer Pedro Minanez and illustrator Miagui Imagevertising did some “photoshop” collaboration to suggest that when poultry, fish and beef are served with the right wine, the occasion becomes even more delightfully festive.
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Fresh on the heels of last year’s titillating Kmart Joe Boxer pelvic jingle choir comes this holiday’s belly-beat encore. Avoiding some of the flack they took for featuring handsome young men who looked like they were hired from the Chippendale chorus line, this year ad agency FCB/Chicago chose a not-so-buff, beer-belly cast dressed in Joe Boxer pajama bottoms. Instead of naming the spot “Show Your Joe” like last year, the sequel is called “Jingo Bellies.” Either way, the commercials are funny, and a refreshing change from the usual cloyingly wholesome holiday ads showing loving couples in ski sweaters drinking hot chocolate by a roaring fireplace.
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Lasso Tyres, based In Turkey, chose a novel way to urge customers to be prepared for winter weather by linking their treads with threads. Designed by Happy People Projects creative agency in Istanbul, these print and outdoor advertisements invite the viewer to make the connection between deeply grooved tires that will hug the road even in the worst weather and very pronounced knit sweater stitches. Very clever and memorable.
This poster has a history that spans decades and continents. It started in 1952 when American photographer Harold Feinstein created a photomontage of Brooklyn’s Coney Island Boardwalk that looked like a music score. Sixty years later on the other side of the planet, someone at Havas Worldwide Turkey in Istanbul flashed on Feinstein’s photomontage while brainstorming ideas for a print ad for Acik Radyo, the only non-state-owned radio station in Turkey. Acik Radyo covers global social and cultural issues and airs all types of music from around the world. Its motto is “Open to all sounds of the universe.” Feinstein’s artistic photomontage perfectly expressed the theme “Music of the People.” The poster was a big hit and went on to win multiple prestigious international honors, including the Cannes Gold Lion and Epica Grand Prix award.
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Assignment: Develop an ad campaign for an appliance that extracts juice from raw fruits and vegetables.
There are so many cliché ways to sell such a product. Show a “loving mother” in the kitchen making nutritious juice for her adorable kids. Feature a young athletic type fixing his own power drink. Do a close-up of the appliance with tantalizingly colorful juice pouring from its spout. Or buy time on a TV shopping channel with a fast-talking telemarketer demonstrating how easy it is to juice anything from a turnip to an artichoke and shouting at the invisible television audience that only three products remain, so call in now.
Or you can take an entirely fresh and novel approach and not show customers, juice or even a close-up of the product. That’s the approach that ad agency BBDO Proximity Bangkok, Thailand chose for Tefal Juicer. The photographs of vegetables and fruits about to burst into liquid form are intriguing and beautiful, and so much more interesting to view.
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This public service ad by the World Wildlife Fund in Belgium needs no translation. Created by VVL BBDO in Brussels, “The Melting Earth” ad is a metaphor that works across all cultures and even communicates in a way that children can understand. The text in the boxed space warns: “The first signs of global warming are now clearly visible. We urgently need to limit greenhouse gas emissions. Nothing and no one will be spared from climate change….” As much as the image communicates the point instantly, what’s needed are follow-up ads/posters/booklets that spell out pragmatic steps that each individual can take. It’s not just a a problem for the world or a nation to solve. It demands action on all of our parts. But the public needs more guidance on what we as individuals can do to lick this problem before we suffer an irreversible meltdown.
TNT Express, the Netherlands-based international courier, launched a global campaign to rebrand itself as “The People Network.” Its TV commercials drove home that point by making a delivery truck (cab, frame, tires and engine) literally out of people. Directed by Mischa Rozema from PostPanic and created by Amsterdam agency Etcetera/DDB, the 60-second spot is an incredible feat of creative imagination, Czech stunt team agility, and seamless CGI magic.
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Consumer focus groups have long been a mainstay of marketing research. It’s a great way to gather user perceptions, opinions, beliefs and attitude about a product. Chicago ad agency O’Keefe Reinhard & Paul pulled together a panel of mostly four-legged consumers to roll out Big Lots’ line of pet supplies and toys. Two improvisational actors served as panel “facilitators,” conducting a tongue-in-cheek user opinion survey. The panel of dogs and cats weren’t exactly forthcoming in their preferences, but they did give the discount retailer an opportunity to show the vast and varied range of pet products it sells.
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This promo could just as easily have been made to promote printing papers, instead of IKEA’s 2015 home furnishings catalog. Created by BBH Asia Pacific, the IKEA marketing video channels the Apple brand persona in style and tone with its uncluttered, plain white background and its wide-eyed, uncynical spokesman explaining the amazing features of IKEA’s bookbook catalog – touch interface, eternal battery life, instant loading with zero lag, fully charged, no cables, expandable interface, preinstalled content, touch browsing, fast scrolling, easy bookmark and sharing capabilities, and voice activated password protection. The bookbook has everything you’ve ever desired in a modern information delivery system. So simple, so portable, so intuitive, it’s a wonder that Apple hadn’t thought of it before. But let’s give credit where it is truly due – to Gutenberg and medieval bookmakers. Steve Jobs didn’t invent the “wheel”; he invented an elegant means to adapt the desirable features of print to a digital platform. The attributes that consumers seek in an information delivery device have been around for at least 600 years, and tech giants have spent the last several decades trying to replicate the kind of ease-of-use offered by paper.
At first this commercial for Temptations Tumblers cat treats by adam@eveDDB/London seemed like a brazen effort to hook viewers in by combining two of the most popular subjects on YouTube — top athletes and adorable cats. The first half of the “Time to Play Ball” Temptations commercial did look like an ad for Nike or Adidas, with not a furry paw in sight. But then the shared attributes of jocks and cats came into focus. The athletes looked steely, determined, alert and focused. Even the hairs on their neck stood at attention. The cats, presented in elegant slow motion, exhibited the same kind of single-minded concentration. Nothing distracted them from the tiny Temptations Tumblers tossed their way. The comparison came together nicely and worked. (It didn’t hurt to be able to feature cute cats and buff jocks either.)
Moms Demand Action, a gun-control group backed by former New York City mayor Michael Bloomberg, has launched an advertising campaign asking retail chains to refuse service to shoppers who openly carry assault rifles into their establishments. In response to retailer claims that doing that would violate their customers’ civil liberties, the ads point out that retailers have had no qualms about enforcing a ban on shirtless shoppers, eating ice cream cones and skateboarding. This series of ads targets Kroger, the largest grocery chain in the U.S. So far, nearly a half dozen national restaurants and stores have reversed course in response to Moms Demand Action advertising and publicity campaign. No word yet from Kroger.
Lufthansa Airlines came up with a fun way to get consumers to pay really close attention to their online “Passengers on Tour” promotional campaign. It turned each advertisement into a “Where’s Waldo” – like game, inviting viewers to find the Lufthansa tourist(s) in each picture for the chance to be entered into a raffle for daily and grand prizes. Lufthansa’s Munich-based online marketing agency, Plan Net, commissioned 14 illustrators from around the world to capture the attractions and excitement of 14 specific destinations that the airline serves. With so much to see and so much going on, each picture begs to be explored from edge to edge. The campaign took its inspiration from German “wimmelbilder” (hidden object) books, children’s picture books teeming with details, people, animals, and things. Each image features dozens of vignettes of everyday scenes that are connected by the shared environment. The Lufthansa ads took the meaning of hidden objects literally by inviting viewers to click on the Lufthansa tourist in the picture. Choose right and you’re in the daily raffle. The more often you play, the greater your chances in the grand raffle – incentive to keep coming back to look at all 14 ads.
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Editor’s excuse: Let me be frank; mistakes were made. In my defense I think that the misunderstanding proves my main point — i.e., this Pizza Hut ad campaign is very much aimed at consumers in Japan. However, according to my Japanese authority whose credentials are that she grew up in Tokyo and is Japanese, the concept is based on a well-known Japanese idiom, “I’m so busy there are not enough hours in a day. I’d even ask a cat to lend me a hand.” Neko no te mo karetai. Of course, cats are notorious for not doing your bidding. You know the American saying: “Dogs have owners; cats have staff.” Another translation error is that “Pizza Boss” Tencho was born on a riverbank, not under a bridge, and he wasn’t adopted by a poor loving family, but is now part of a poor but loving family. My authority also advised me that as a rule, advertising marketing messages in Japan are less direct than in the U.S., and the Pizza Cat-o commercials are very well conceived, very funny, and everyone in Japan gets it. Below is the post as I first wrote it:
“Aim global, market local” is probably this Japanese Pizza Hut campaign’s takeaway lesson to ad creatives everywhere. Those of us outside of Japan find that not only is the text in a foreign language, so is the humor. Cats dressed in Pizza Hut uniforms are cute, but the link to pizza is baffling. The cats in the commercials were not given people-like traits nor were their movements animated with motion graphics. They just did catlike things, and mostly seemed bored and oblivious to being in a pizza kitchen.
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Take my word for it, my farming credentials are impeccable. I’ve grown up around commercial fruit and vegetable farmers my entire life, and I know that the tasty, tree/vine-ripened, organically safe stuff rarely make it onto the supermarket shelf because retailers want their produce uniform in size, unblemished and picked firm and barely ripe so they won’t spoil before sold. As a result, mega-tons of fruits and vegetables are rejected for purely cosmetic reasons. Millions of people are suffering from malnutrition and billions of dollars of food are tossed out because they don’t rise to the aesthetic standards of clueless urbanites who believe that beauty trumps taste. What’s equally sad is that many city-dwellers don’t know how a real tree-ripened apricot, peach or cherry should taste. Shame!
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How do you make herbs and spices tantalizing on a visual and auditory level? Asked by Schwartz Flavour Shots to create an ad that turned its seasonings into a complete sensory experience, Grey London unleashed Schwartz herbs and spices in an explosion of colors choreographed to a classical arrangement by M.J. Cole of Soho Music. Directed by Partizan’s Chris Cairns, the Schwartz Flavour Shots commercial used pyrotechnic designers to trigger 140 separate explosions of spices. Several sacks of black peppercorn, turmeric, cardamom, paprika, ginger, cumin seeds, chili and coriander were synchronized to blast off on cue to the notes and chords of Cole’s piano score. Filmed at Pinewood Studios in the UK, the commercial had to be shot in one take. The final result was an exciting visual feast.
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